Unseasonable frost and snow in Chile failed to impact on the Chilean Hass avocado business in the UK during the 2007-08 season, according to the Chilean Hass Avocado Association.
In spite of unexpected sub-zero temperatures, which hit the country in July last year and were followed by snowfall early in August, exports to the UK market reached 7,000 tonnes during the season - just shy of the bumper total recorded in 2006-07.
Chilean Hass avocados were supported throughout the season by promotional activity both in stores and in the media, including in-store tasting events and advertising and in-pack recipe and information booklets.
The public relations campaign featured national and regional radio interviews with nutrition expert Michael van Straten on the benefits of eating avocados, avocado chef demonstrations, the annual Avocado Brotherhood lunch - held this year at Claridge’s - and the introduction to the UK of Avocado Man, who appeared at London venues and at in-store tasting events.
During the season, the Chilean Hass Avocado Association sent avocado gift boxes to leading chefs and journalists, as well as to the Queen on her diamond wedding anniversary.
Adolfo Ochagavía, president of the Chilean Hass Avocado Association, said: “We are committed to growing key markets for Chilean Hass avocados, and we have been delighted to consolidate on last’s year’s successful campaign in the UK. We have run a comprehensive promotional package during the last three years, and this season we have seen per capita consumption of the fruit pass the 1kg milestone for the first time ever.
“But there is still lots of work to be done to encourage consumption and penetration of Hass avocados, and we are dedicated to driving sales further upwards in markets such as the UK.”
Overall, exports of Chilean Hass avocados decreased by almost 27 per cent to 114,000t during 2007-08. Shipments to the European market reached a total of 26,584t for the season.
No comments yet